Rivian Sales Chief Says R2 Reception Surpassed Expectations

The Rivian R2 crossover SUV has generated stronger-than-expected interest following its debut at SXSW, according to the company’s sales leadership. The model is widely viewed as a pivotal product for Rivian as it works toward scaling production and improving profitability.

The comments came from Rivian’s VP and Head of Sales Gary Gaines, who said early reactions to the vehicle exceeded internal expectations.

Rivian says R2 debut demand exceeded expectations

Rivian officially unveiled the R2 at SXSW in Austin, Texas, where the company showcased the midsize electric SUV and offered public ride experiences.

Gary Gaines said the response to the vehicle “exceeded even those expectations,” noting that the R2 is expected to make the brand accessible to a broader audience compared with Rivian’s current lineup.

The R2 is positioned as a more affordable and higher-volume model than the R1S and R1T, and CEO RJ Scaringe has described it as a key inflection point for the company, according to an Electric-Vehicles report.

The first version to reach customers will be the R2 Performance Launch Package, priced at $57,990. It features a dual-motor all-wheel-drive system producing 656 horsepower, an 87.9 kWh battery, and an estimated 330 miles of range.

Rivian said the model can charge from 10% to 80% in about 29 minutes and includes lifetime access to its Autonomy+ driver-assistance system as part of the launch package.

Deliveries, production ramp, and future variants take shape

Rivian said deliveries of the R2 Performance are expected to begin later this spring, though it has not clarified whether initial deliveries will go to customers or employees.

The company previously followed a similar approach with the R1T and R1S, delivering early units internally before broader customer deliveries began.

Production is expected to start at Rivian’s Normal, Illinois plant in the coming weeks, initially operating on a single shift. Additional shifts are planned for late 2026 and 2027 as production ramps.

Rivian expects to deliver between 62,000 and 67,000 vehicles in 2026, with 20,000 to 25,000 units coming from the R2.

Additional R2 variants are planned, including a Premium trim starting at $53,990 in late 2026 and a Standard model targeting around $45,000 in late 2027.

The R2 will compete directly with the Tesla Model Y, particularly the Performance variant, which is priced at approximately $57,490.

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